Bayonetta director Hideki Kamiya thinks Japanese devs should be proud of 'JRPG'

What do you guys think? In the article he also mentions making a new sub-genre called "J-Action" he's probably referring to games like Bayonetta.

Personally I've never seen the term JRPG as anything but positive or at the very least a descriptor. So I find it weird that anyone would take offence to the name of the genre.